The March of Winalot Prime

Launch of a new brand of canned dog food, 1985-8. Marketing context explained.
Agency: Ogilvy & MatherAuthors: Lee Talyor and Gerard Smith

The March of Winalot Prime

INTRODUCTION

This paper deals with the launch of a new brand of canned dog food, Winalot Prime, and the contribution which advertising has made to its success.

Winalot Prime was launched by Spillers Foods in January 1985. Up to 1988 there were two advertising campaigns. The first campaign ran from March 1985 to April 1986. This paper focuses particularly on the effect of the second campaign, featuring the 'Long March' execution, which was first aired in January 1987.

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